Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total U.S. sales and fan chart forecast of feminine hygiene and sanitary protection products, at current prices, 2007-17
- Figure 2: Tampon, sanitary pad/napkin, and pantiliner/shield usage, October 2011-November 2012
- Segment snapshots
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- Figure 3: Market share of sanitary protection and feminine hygiene products, segmented by type, 2012
- Market factors
- Currently menstruating
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- Figure 4: Menstruation frequency and bladder leakage experience, by age, February 2013
- Product usage
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- Figure 5: Feminine hygiene and sanitary protection product usage, February 2013
- Demographics
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- Figure 6: U.S. Female Population aged 18+, by age, 2012 and 2017, and Product usage, by age, February 2013
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- Figure 7: Population, by race and Hispanic origin, 2013 and 2018, and Product usage, by race/ethnicity, February 2013
- Fertility rate and number of births
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- Figure 8: Fertility rate and number of births, 2001-11
- Retailers
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- Figure 9: Share of sales for sanitary protection and feminine hygiene products, by channel, 2012
- Key players
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- Figure 10: MULO sales of sanitary protection and feminine supplies, by leading companies, 2012 and 2013
- The consumer
- Product interest and attributes
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- Figure 11: Attributes sought in sanitary protection and bladder leakage products, February 2013
- Brand preference and stockpiling
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- Figure 12: Brand preference and stockpiling habits, February 2013
- Reasons to switch brands
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- Figure 13: Brand switching and shopping behaviors, February 2013
- What we think
Issues in the Market
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- How can name brands effectively compete with store brands in this market?
- Do new innovations such as menstrual cups steal share from traditional pads and tampons?
- Are women using sanitary protection products for light bladder leakage, instead of products designed for this specific use?
Insights and Opportunities
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- Retail locations
- In-store support
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- Figure 14: In-store Marketing, by sanitary protection product users, October 2011-November 2012
- Delivery opportunities
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- Figure 15: Example contents of le parcel
- Role of technology
- Innovation in product formats
Trend Applications
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- Trend: Open Diary
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- Figure 16: Comfort level discussing issues, by age, February 2013
- Trend: Perfecting the Details
- Mintel Futures: Generation Next
Market Size and Forecast
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- Key points
- Feminine hygiene and sanitary protection products poised for growth
- Sales and forecast of feminine hygiene and sanitary protection products
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- Figure 17: Total U.S. retail sales and forecast of feminine hygiene and sanitary protection products, at current prices, 2007-17
- Figure 18: Total U.S. retail sales and forecast of feminine hygiene and sanitary protection products, at inflation-adjusted prices, 2007-17
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- Figure 19: Total U.S. sales and fan chart forecast of feminine hygiene and sanitary protection products, at current prices, 2007-17
Market Drivers
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- Key points
- Demographics
- American population aging
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- Figure 20: U.S. Female population, by age, 2007-17
- Biological shifts affect product needs
- Growth of various race/ethnic groups will affect product sales
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- Figure 21: Population, by race and Hispanic origin, 2008-18
- Figure 22: Menstruation frequency and bladder leakage experience, by race/Hispanic origin, February 2013
- Birthrate
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- Figure 23: Fertility rate and number of births, 2001-11
- Half of women are currently menstruating
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- Figure 24: Menstruation frequency and bladder leakage experience, by age, February 2013
- Figure 25: Menstruation frequency and bladder leakage experience, crosstab, February 2013
Product Usage
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- Key points
- Usage of sanitary protection products declining
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- Figure 26: Product usage, January 2004-November 2012
- Pads more likely to be used than tampons
- Interest in feminine hygiene products
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- Figure 27: Playtex Fresh + Sexy wipes
- Figure 28: Feminine hygiene and sanitary protection product usage, February 2013
- Possible line extensions could increase usage with older women who age out of the category
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- Figure 29: Feminine hygiene and sanitary protection product usage—Have used, by age, February 2013
- Product usage overlap
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- Figure 30: Feminine hygiene and sanitary protection product usage—Have used, by feminine hygiene and sanitary protection product usage, February 2013
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- Figure 31: Feminine hygiene and sanitary protection product usage—Have used, by menstruation frequency and bladder leakage experience, February 2013
Competitive Context
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- Private label
- Birth control
- Menstrual cups
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- Figure 32: Softcup advertisement
Segment Performance
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- Key points
- An aging population drives increases for adult incontinence
- Sales of sanitary protection and feminine hygiene products, by segment
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- Figure 33: Sales of sanitary protection and feminine hygiene products, segmented by type, 2010 and 2012
- Increases in price for tampons and sanitary napkins
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- Figure 34: Average cost and volume sales of sanitary protection and feminine hygiene products based on MULO sales, 2012
Segment Performance—Sanitary Napkins/Liners
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- Key points
- Sanitary napkins increase with prices
- Sales and forecast of sanitary napkins/liners
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- Figure 35: Sales and forecast of sanitary napkins/liners, at current prices, 2007-17
Segment Performance—Tampons
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- Key points
- Innovation could spur category
- Sales and forecast of tampons
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- Figure 36: Sales and forecast of tampons, at current prices, 2007-17
Segment Performance—Adult Incontinence Products
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- Key points
- Aging population fuels growth of adult incontinence products
- Sales and forecast of adult incontinence products
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- Figure 37: Sales and forecast of adult incontinence products, at current prices, 2007-17
Segment Performance—Feminine Needs Products
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- Key points
- Interest in feminine needs products is up
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- Figure 38: Share of feminine needs segment, 2012 and 2013
- Vaginal treatments
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- Figure 39: Yeast infection product usage, January 2004-November 2012
- Douches
- Other hygiene treatments
- Growing trend toward hygiene will drive sales of feminine needs products
- Sales and forecast of feminine needs products
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- Figure 40: Sales and forecast of feminine needs products, at current prices, 2007-17
Retail Channels
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- Key points
- “Other” retailers preferred shopping location
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- Figure 41: Total U.S. retail sales of sanitary protection and feminine hygiene products, by channel, at current prices, 2010-12
- Other retailers growing
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- Figure 42: Walmart/Always print ad
- Drug stores have an opportunity to reach women
- Supermarkets can actively encourage women to purchase
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- Figure 43: Always in-store promotion
- Sales of sanitary protection and feminine hygiene products, by retail channel
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- Figure 44: U.S. sales of sanitary protection and feminine hygiene products, at current prices, by retail channel, 2007-12
- Consumers prefer to purchase from mass merchandisers
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- Figure 45: Purchase location of sanitary protection or bladder leakage products, by age, February 2013
Leading Companies
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- Key points
- Kimberly-Clark creeping up to Procter & Gamble
- Manufacturer sales of sanitary protection and feminine supplies
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- Figure 46: MULO sales of sanitary protection and feminine supplies, by leading companies, 2012 and 2013
- Women tend to be product loyal, but not brand loyal
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- Figure 47: Brands of tampons used, by sanitary pad and napkin users, October 2011-November 2012
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- Figure 48: Brands of tampons used, by tampons brands, October 2011-November 2012
Brand Share—Sanitary Napkins and Pads
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- Key points
- Consumer preference for thin and natural products
- Manufacturer sales of sanitary napkins and pads
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- Figure 49: MULO sales of sanitary napkins and pads, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Tampons
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- Key points
- Tampax continues as segment leader
- Manufacturer sales of tampons
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- Figure 50: MULO sales of tampons, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Incontinence Products
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- Key points
- Kimberly-Clark continues to dominate the segment, while Tena fights for a voice
- Manufacturer sales of adult incontinence products
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- Figure 51: MULO sales of adult incontinence products, by leading companies, rolling 52 weeks 2012 and 2013
Brand Share—Feminine Needs Products
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- Key points
- Though a small segment, women still need feminine products
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- Figure 52: Brands of yeast infection products, by age, October 2011-November 2012
- Manufacturer sales of feminine needs products
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- Figure 53: MULO sales of feminine needs products, by leading companies, rolling 52 weeks 2012 and 2013
Innovations and Innovators
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- Key points
- Launches by subcategory
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- Figure 54: Number of feminine hygiene, incontinence, pads, and tampon product launches, 2007-13
- Product introductions of private label brands up
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- Figure 55: Share of branded/private label feminine hygiene, incontinence, pads, and tampon product launches, 2007-13
- Pads
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- Figure 56: Examples of pads product launches, 2012-13
- Tampons
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- Figure 57: Examples of tampon product launches, 2012-13
- Incontinence products
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- Figure 58: Examples of incontinence product launches, 2012-13
- Feminine hygiene
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- Figure 59: Examples of feminine hygiene product launches, 2012-13
Marketing Strategies
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- Figure 60: Advertising spending for select sanitary protection brands, 2011
- Strategy 1: So fresh and so clean
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- Figure 61: Always Ultra Thin print advertisement
- Figure 62: Tampax pearl print advertisement
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- Figure 63: Playtex, “It Fits You,” 2012
- Strategy 2: Putting it all out there
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- Figure 64: Kotex, “Beyond the Myths,” 2013
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- Figure 65: Kotex, “Break the Silence: Take Action with Generation Know,” 2013
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- Figure 66: Poise, “2nd Talk,” 2013
- Strategy 3: Don’t let your period hold you back from activities
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- Figure 67: Playtex, “Don’t Play Around,” 2012
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- Figure 68: Tampax pearl print advertisement
- Figure 69: Tena, “Nothing’s Missed,” 2013
- Strategy 4: Being real
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- Figure 70: Kotex “Natural Balance Gets Real,” 2012
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- Figure 71: Kotex “Cold Hard Numbers,” 2012
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Social Media
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- Key points
- Social media metrics
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- Figure 72: Key performance indicators, March 2013
- Market overview
- Brand usage and awareness
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- Figure 73: Usage and awareness of selected Feminine Hygiene, February 2013
- Interaction with brands
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- Figure 74: Interaction with selected feminine hygiene brands, February 2013
- Online conversations
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- Figure 75: Selected feminine hygiene and sanitary protection product brands’ share of conversations, Feb. 28-March 27, 2013
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- Figure 76: Conversations on selected feminine hygiene and sanitary protection product brands, by day, Feb. 28-March 27, 2013
- Where are people talking about feminine hygiene and sanitary protection products?
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- Figure 77: Selected feminine hygiene and sanitary protection product brands’ share of conversations, by page type, Feb. 28-March 27, 2013
- What are people talking about?
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- Figure 78: Topics of conversations concerning feminine hygiene and sanitary protection products, Feb. 28,-March 27, 2013
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- Figure 79: Topics of conversation regarding selected feminine hygiene and sanitary protection product brands, by day, Feb. 28,-March 27, 2013
- Figure 80: Types of conversations regarding selected feminine hygiene and sanitary protection product brands, by type of website, Feb. 28,-March 27, 2013
- Analysis by brand
- Tampax
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- Figure 81: Tampax key social media indicators, March 2013
- Key online campaigns
- What we think
- Kotex
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- Figure 82: Kotex key social media indicators, March 2013
- Key online campaigns
- What we think
- Always
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- Figure 83: Always key social media indicators, March 2013
- Key online campaigns
- What we think
- Summer’s Eve
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- Figure 84: Summer’s Eve skincare key social media indicators, March 2013
- Key online campaigns
- What we think
- Playtex
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- Figure 85: Playtex key social media indicators, March 2013
- Key online campaigns
- What we think
- Poise
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- Figure 86: Poise key social media indicators, March 2013
- Key online campaigns
- What we think
Brand Preference and Stockpiling
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- Key points
- Half of female users keep products on hand
- Younger women share products
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- Figure 87: Brand preference and stockpiling habits, by age, February 2013
- Make shopping more comfortable
- Opportunity to increase brand loyalty
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- Figure 88: Brand preference and stockpiling habits, by household income, February 2013
Shopping Habits and Brand Switching
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- Key points
- Overall, sampling is key
- Products must meet women’s needs
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- Figure 89: U by Kotex commercial, “That Time,” April 2012
- Product recommendations can resonate
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- Figure 90: Brand switching and shopping behaviors, by age, February 2013
Product and Attribute Interest
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- Key points
- Women demand a lot from sanitary protection and bladder leakage products
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- Figure 91: Attributes sought in sanitary protection and bladder leakage products, February 2013
- Younger, active women need products to fit their lifestyle
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- Figure 92: Any important attributes sought in sanitary protection and bladder leakage products, by age, February 2013
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- Figure 93: Feminine hygiene and sanitary protection product usage—Have not used, but interested in trying, by age, February 2013
Tampon User Profiles
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- Demographics
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- Figure 94: Brands of tampons used, by demographic, October 2011-November 2012
- Tampon usage
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- Figure 95: Tampon Absorbency, kinds, and brands used, by tampon users, October 2011-November 2012
- Characteristics
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- Figure 96: Brand switching and shopping behaviors, by tampon usage, February 2013
- Figure 97: Any important attributes sought in sanitary protection and bladder leakage products, by tampon usage, February 2013
- Opportunity
Pad User Profiles
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- Demographics
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- Figure 98: Types/brands of sanitary pads/napkins and pantiliners/shields used, by demographic, October 2011-November 2012
- Pad usage
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- Figure 99: Types, forms, kinds, and brands of sanitary pads and napkins used, by sanitary pad users, October 2011-November 2012
- Liner usage
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- Figure 100: Kinds, length, and brands of pantiliners/shields used, by pantiliners/shield users, October 2011-November 2012
- Characteristics
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- Figure 101: Brand preference and stockpiling habits, by feminine hygiene and sanitary protection product usage, February 2013
- Opportunity
Spotlight on Light Bladder Leakage
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- Key points
- Older generations most likely to experience light bladder leakage
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- Figure 102: Bladder leakage experience, by generation, February 2013
- Increase usage among women who experience bladder leakage
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- Figure 103: Feminine hygiene and sanitary protection product usage—Have used and interest level, by bladder leakage experience, February 2013
- LBL users not as likely to be brand loyal
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- Figure 104: Brand preference and stockpiling habits, by bladder leakage product usage and experience light bladder leakage, February 2013
- Sampling can aid with product switching
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- Figure 105: Brand switching and shopping behaviors, by bladder leakage product usage and experience light bladder leakage, February 2013
- Preventing leakage is most important
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- Figure 106: Any important attributes sought in sanitary protection and bladder leakage products, by bladder leakage product usage and experience light bladder leakage, February 2013
Spotlight on Teens
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- Key points
- Opportunity to increase tampon usage among teens
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- Figure 107: Tampon, sanitary pad/napkin and pantiliner/shield usage, January 2006-November 2012
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- Figure 108: U by Kotex, “How to insert a tampon,” 2010
- Tampon usage
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- Figure 109: Absorbency, kinds, and brands of tampons used, by age, October 2011-November 2012
- Pad usage
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- Figure 110: Generation Know online ad, 2013
- Figure 111: Types, forms, kinds, and brands of sanitary pads and napkins used, by age, October 2011-November 2012
- Liner usage
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- Figure 112: Kinds, length, brands of pantiliners/shields used, by age, October 2011-November 2012
Race and Hispanic Origin
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- Key points
- Product usage
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- Figure 113: Feminine hygiene and sanitary protection product usage—Have used, by race/Hispanic origin, February 2013
- Brand preference and stockpiling
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- Figure 114: Brand preference and stockpiling habits, by race/Hispanic origin, February 2013
- Brand switching
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- Figure 115: Brand switching and shopping behaviors, by race/Hispanic origin, February 2013
- Product attributes
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- Figure 116: Saba, “A Natural Scent,” 2012
- Figure 117: Any important attributes sought in sanitary protection and bladder leakage products, by race/Hispanic origin, February 2013
Information Resources Inc. Builders—Key Household Purchase Measures
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- Sanitary napkins and tampons—U.S.
- Overview of sanitary protection products
- Sanitary napkins and liners
- Consumer insights on key purchase measures—sanitary napkins/liners
- Brand map
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- Figure 118: Brand map, selected brands of sanitary napkins/liners, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 119: Key purchase measures for the top brands of sanitary napkins/liners, by household penetration, 2012*
- Tampons
- Consumer insights on key purchase measures for tampons
- Brand map
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- Figure 120: Brand map, selected brands of tampons buying rate, by household penetration, 2012*
- Brand leader characteristics
- Key purchase measures
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- Figure 121: Key purchase measures for the top brands of tampons, by household penetration, 2012*
Appendix—Other Useful Consumer Tables
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- Product usage
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- Figure 122: Feminine hygiene and sanitary protection product usage – Have used, by household income, February 2013
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- Figure 123: Feminine hygiene and sanitary protection product usage—Have used, by presence of children in household, February 2013
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- Figure 124: Feminine hygiene and sanitary protection product usage—Have not used, but interested in trying, by age, February 2013
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- Figure 125: Menstruation frequency and bladder leakage experience, by feminine hygiene and sanitary protection product usage, February 2013
- Shopping habits and brand switching
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- Figure 126: Brand switching and shopping behaviors, by brand preference and stockpiling habits, February 2013 (Part 1)
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- Figure 127: Brand switching and shopping behaviors, by brand preference and stockpiling habits, February 2013 (Part 2)
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- Figure 128: Brand switching and shopping behaviors, by brand preference and stockpiling habits, February 2013 (Part 3)
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- Figure 129: Purchase location of sanitary protection or bladder leakage products, by feminine hygiene and sanitary protection product usage, February 2013
- Product attributes
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- Figure 130: Any important attributes sought in sanitary protection and bladder leakage products, by brand preference and stockpiling habits, February 2013 (Part 1)
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- Figure 131: Any important attributes sought in sanitary protection and bladder leakage products, by brand preference and stockpiling habits, February 2013 (Part 2)
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- Figure 132: Any important attributes sought in sanitary protection and bladder leakage products, by brand preference and stockpiling habits, February 2013 (Part 3)
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- Figure 133: Any important attributes sought in sanitary protection and bladder leakage products, by pad usage, February 2013
- Comfort level with subjects
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- Figure 134: Comfort level discussing issues, February 2013
- Product introductions
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- Figure 135: Pad products launched, by claim, 2007-13
- Figure 136: Tampon products launched, by claim, 2007-12
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- Figure 137: Adult incontinence products launched, by claim, 2007-12
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- Figure 138: Feminine Hygiene products launched, by claim, 2007-12
Appendix—Social Media
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- Online conversations
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- Figure 139: Selected feminine hygiene and sanitary protection product brands’ share of conversations, Feb. 28-March 27, 2013
- Figure 140: Conversations on selected feminine hygiene and sanitary protection product brands, by day, Feb. 28-March 27, 2013
- Figure 141: Selected feminine hygiene and sanitary protection product brands’ share of conversations, by page type, Feb. 28-March 27, 2013
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- Figure 142: Topics of conversations concerning feminine hygiene and sanitary protection products, Feb. 28,-March 27, 2013
- Figure 143: Topics of conversation regarding selected feminine hygiene and sanitary protection product brands, by day, Feb. 28,-March 27, 2013
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- Figure 144: Types of conversations regarding selected feminine hygiene and sanitary protection product brands, by type of website, Feb. 28,-March 27, 2013
Appendix—Brand Usage or Awareness
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- Figure 145: Brand usage or awareness, February 2013
- Figure 146: Always usage or awareness, by demographics, February 2013
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- Figure 147: Kotex usage or awareness, by demographics, February 2013
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- Figure 148: Tampax usage or awareness, by demographics, February 2013
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- Figure 149: Playtex usage or awareness, by demographics, February 2013
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- Figure 150: Poise usage or awareness, by demographics, February 2013
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- Figure 151: Summer’s Eve usage or awareness, by demographics, February 2013
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Appendix—Activities Done
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- Figure 152: Activities done, February 2013
- Figure 153: Always—Activities done, by demographics, February 2013
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- Figure 154: Kotex—Activities done, by demographics February 2013
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- Figure 155: Tampax—Activities done, by demographics, February 2013
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- Figure 156: Playtex—Activities done, by demographics, February 2013
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- Figure 157: Summer’s Eve—Activities done, by demographics, February 2013
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Appendix—Information Resources Inc. Builders Panel Data Definitions
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- Information Resources Inc. Consumer Network Metrics
Appendix—Trade Associations
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